Fry comes from Add This, an advertising business focused on building a brand through viral online sharing, where she was president. Before her time there, Fry was Vice President at Netflix from 2005 to 2007, and a Vice President at Aol from 1997 to 2002, according to LinkedIn.
Alongside Fry’s appointment, current Loverly investor Joanne Wilson will be joining the company’s Board of Directors.
Loverly is a platform that gives brides complete control over their planning experience, offering options for every bridal category under the sun, with many products available for purchase. The site lets users search by vendor, color, or theme, and then bundle items to share and discuss with their friends.
The website takes design inspiration from Pinterest, and offers more than 400,000 products from over 3,000 brands.
Here’s what CEO and founder Kellee Khalil had to say about Fry’s joining the company:
Peggy’s strategic business acumen combined with her ability to create monumental growth at major digital media companies makes her the perfect addition to the Loverly team. Alongside Joanne Wilson’s start-up knowledge and ability to scale early stage companies, the two will bring a new level of expertise to Loverly that will drive platform growth for the company.
Loverly has made some shifts of late, recently launching a Content Hub with a focus on editorial articles.
“Marrying search and discovery of content with commerce and community is a very compelling strategy,” Fry told TechCrunch. “No one has made weddings a big business online, and that is exactly what we’re going to do.”